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How I Build Trust With Customers.




Trust is everything with customers. As it should be, right? They have to trust your company, your product, and you (or the sales rep that works for you). How can you establish that trust in the short amount of time you actually spend in conversations with the customer? This is luckily one of those skills I can gladly call myself an expert in. As a former interrogator in my younger years, I quickly realized that to get the results you want out of people, they have to trust you. The army also spent a lot, I mean A LOT, of money teaching me that lesson which until I learned it transferred to sales, was basically useless. So I'm going to cover how I build trust with customers as a former interrogator and career salesman.



While dealing with customers is significantly more pleasant than dealing with detainees, there are some skills learned that transfer over perfectly. My goal in this post is to teach you how to build trust with anyone. Not quick or fake trust, but a bond that will make all your customers referral machines and repeat business.



First up is confidence. If you aren't confident in what you're saying, how can the customer be? So, learn your sales script top to bottom. Learn how to overturn common objections. If you failed enough times, you should have plenty of objections to learn from.



Don't stop there. Displaying confidence comes from your body language long before it comes from your mouth. The customer will see you and immediately make a judgment about how they feel about you. Don't like that? Too bad, you do it too.



Work on your posture. There's a reason superheroes always stand with their chest out. It screams confidence. Now please don't go do a superman pose on the best car in the lot, but its more important than you think. Chin up, eyes forward, shoulders back, standing tall, and chest out. I promise you that you will have significantly more success with your opening lines if you walk up to them looking like Henry Cavill came to solve all of their problems.



Eye contact as you approach them is critical. It is incredibly stressful on the mind and body to lie to someone while staring them in the eyes. Making eye contact will give them a feeling of honesty which is definitely the perception you want them to have.

Confidence is key. Would you trust someone that lacked confidence while trying to convince you of something? Now obviously posture doesn't play a big part when you are running on online business but confidence will show through the way you write.



Let's imagine your customer is asking questions about your product/service. How do you build trust with someone that doesn't even see you? You become bold and very honest. If our instincts read that its a scam, we will react accordingly and avoid it. So if a customer says, "I only buy it from you if its cheaper", don't drop the price. That's your hard earned money first of all and the customer is already sold. They're just asking for a discount like we all do.



Pro Tip. If someone says they will only buy if its cheaper and your product or service can have multiple purchases in a year for the average customer, you will offer them a discount on their next purchase. That is a free return customer with no customer acquisition cost but 10% on a sale that might not have happened again otherwise.



When writing your replies, make sure to use the right wording. We all have chatgpt book marked now so if you're still working on getting your confidence up, just type your message in there and put "Write this with more confidence". Easy way to improve your messages. If you want a good book on how to write your messages I highly recommend "Everybody Writes" by Ann Handley.



For those about to get upset about AI generated messages, its only a tool. I promise you the person who improves their writing skills will have significantly better messages than any chatgpt generated message because they know what to look for.



The next step in trust building is developing a connection. Believe me, as someone who grew up in North Dakota and Michigan most of my life, I didn't have a too much in common with the local Iraqis I would meet in the city but there are simple common things we can all connect on. Using this will allow you to build trust with anyone. What do people trust? Things that help improve their life or the life of their loved ones usually. So when you are selling, you need to be building value. Value comes in a few different ways but its usually time or money.



So when you are asking your questions, you need to really pay attention to the customer and how they reply. You should be spending a lot of time asking good questions and the replies you get will be your chance to build value. Find out what their actual pain points are. Every problem you can solve is trust gained. Think of trust like a meter that fills up and when it reaches the end, you can ask for the sale.



Now building rapport can definitely become more difficult if the customer is aggressive. You'll encounter this plenty of times throughout sales and entrepreneurship journey. As you can imagine, my previous career, I had dealt with some pretty aggressive "customers".

This is were that confidence will come in handy. If you display cowardice you will be bullied into a discount, ridiculous requirements, and extras. You know what makes people docile instead of aggressive? Trust. You need to display an actual level of concern for their problems. Eye contact, leaning forward, even taking notes and most importantly, follow up on what they say by addressing the problem. "Yeah, electricity is getting really expensive lately. That's why a lot of our customers are switcing over to solar. They all see it only getting more expensive in the future."



Makes sense right? If you ever see me selling to someone, I say "Makes sense, right?" a lot. There are two reasons behind this. In my value building part of the sales process, I'm giving them no brainer choices on why what I offer is the best solution to their problems. So I need to get them to agree. The only time you should ask yes or no questions is when you are certain its going to be a yes. Then you get that positive reinforcement with the head nod.

The second reason is I actually want to make sure they understand what I'm telling them. How can you seem concerned about someone if you're willing to let them buy something they don't understand. This will draw out objections you won't have to deal with later if there are any and build that repeated positive reaction from the customer.



There is so much more that goes into the small details of building trust. We'll have to follow up in a post about that later. For now, take the tips from this one and apply them to your own sales process. If you have any questions, I'm happy to answer them.



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